Brand Identity 

I’m now going to talk about my brand’s meaning, covering the niche, purpose and target audience and the overall project. Just like with anything, there is a variety of clothing brands that all differ in terms of values and aesthetics. If you look at it from a bigger picture, there are different categories of clothing from smart to casual, each existing to suit the buyer’s values and needs as clothing is a way to express and represent yourself. My clothing brand is streetwear, as it is a style that is very popular among today’s society and specifically Gen Z which moves me onto my intended target audience.  

My brand is specifically aiming to target the Gen Z audience which consists of anyone born during the very late 90s and early 2000s, being the first generation to utilise the internet and social media highly becoming pivotal in the Gen Z culture. 

The main purpose, which essentially is the message the brand is conveying is surrounding today’s social crisis seen amongst the Gen Z. My brand essentially pushes the idea of connecting to the real world through ways such as socialising and living the presence which nowadays is less commonly seen through a number of reasons with a major one being social media. As technology advanced through the Gen Z era, social media became a vital part of Gen Z individuals lives, as well as there being benefits of the rise in social media, equally it is responsible for the social crisis among the Gen Z as majority don’t feel the importance of socialising and connecting with the real world as much anymore as it can be done much easier nowadays with a few clicks through a small screen device. It is psychologically proven that humans are sociable species, and it is vital for our mental well-being to socialise. 

Therefore, with this brand niche I ultimately intend to restore the idea of living in the presence and connecting with the real world much more than we currently see amongst the society.